Online shopping behaviour on social media platforms from the perspective of trust and flow experience: a SEM-Neural Network Modeling

Tazizur Rahman, Mohammad Islam, Abul Khayer and Tania Islam
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Tazizur Rahman: Associate Professor, Department of Management Studies, University of Barishal
Mohammad Islam: Department of Management Information Systems, University of Dhaka, Dhaka, Bangladesh
Abul Khayer: Department of International Business, University of Dhaka, Dhaka, Bangladesh.
Tania Islam: Computer Science and Engineering Department at the University of Barishal (BU).

International Journal of Research in Business and Social Science (2147-4478), 2024, vol. 13, issue 5, 857-873

Abstract: This study aims to examine online shopping behaviour on social media platforms. This study formulates a research model integrating trust with the flow theory and some basic constructs of the UTAUT. To analyze the data from an online survey involving 305 participants actively making online purchases through social media platforms. This study applied the Structural Equation Modeling-Artificial Neural Networks (SEM-ANN) technique. Incorporating statistically significant SEM findings, the ANN model was used to analyze linear and nonlinear interactions among proposed variables. The research findings demonstrate that flow emerges as the most significant determinant, succeeded by effort expectancy, social influence, and performance expectancy, in defining the concept of trust. However, the sensitivity analysis using ANN indicates that effort expectancy is the most important factor in establishing trust, followed by flow, social influence, and performance expectancy. The predictive power of intention to use is noteworthy in determining actual use behaviour, with trust and flow emerging as influential factors favourably impacting this intention. Key Words:Online shopping behaviour, Social media platforms, SEM-ANN model, UTAUT, Flow, Trust

Date: 2024
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